Industry Eye: Case Study - Green Valley Pecan Co. Is Nuts About Its Revamped Marketing Database

Problem: Green Valley Pecan Co., a multichannel retailer of pecans and other assorted nuts, sought a more sophisticated marketing database to help acquire, retain and grow its customer base.

Solution: Hired a marketing agency to refine its strategies.

Results: Increased sales and profits in each of the past five years. Web traffic, page views and time spent per page are up 50 percent, 102 percent and 35 percent, respectively, this year vs. 2008. Internet orders now account for close to 50 percent of all sales. The company is enjoying savings of nearly $10,000 annually from printing and postage costs thanks to a cleaner customer database.